Georgia Williams
Zeal Lifestyle manufactures design-led, stylish mobility aids that help people with limited mobility stay active, independent and confident.
Project
Zeal Lifestyle Ltd
URL
Year founded
2021
Business stage
Seed
High-growth sectors
Digital and Technologies
Sector
Health
Location
South East
Funding
Highly Commended Applicant
The problem and opportunity
Zeal was founded after Georgia’s great aunt fell while using a traditional walker. We discovered a market dominated by clinical, outdated mobility aids that prioritise function over dignity, comfort and design. With an ageing population driving demand, there is a significant opportunity to modernise mobility products and improve independence and quality of life.
The solution and innovation
Zeal replaces outdated medical equipment with premium, design-led mobility aids people are proud to use. Developed alongside Formula One engineers, our flagship walker combines elegant design with proprietary innovations, including Smart Steer technology. We have strong direct-to-consumer sales and sold out on QVC. Our growing IP portfolio includes two patent-pending products.
Market and ambition
The global mobility aids market is worth billions and growing with an ageing population. Having validated demand in the UK, we will become the leading premium mobility brand, expand across Europe and launch in the US, setting a new standard for design-led mobility products worldwide.
Founder perspective
Georgia founded Zeal after struggling to find a walking frame that reflected her great aunt Deb’s personality, dignity and style. With 10+ years’ experience designing for brands including Disney and Dior, Georgia is building the world’s leading design-led mobility brand.
Women in Innovation Award
Highly commended applicant of the Innovate UK Women in Innovation Award 2025/26, receiving tailored business support, and access to specialist training and networks. View all winners and highly commended applicants from the Women in Innovation cohort 2025/2026.